Growing Your NPS and CSAT Scores
Customer satisfaction can be a fickle thing—something that ebbs and flows over time. What makes a customer feel one way at any given moment could shift as you make ongoing adjustments to your business. Ideally, you want to aim for improving how customers feel about your company and your brand every time there’s a connection, which is why NPS and CSAT score data are important to collect, track, and pay very close attention to.
NPS vs. CSAT scores: a quick breakdown
Gathering customer satisfaction data can be an invaluable way to glean game-changing insights to help drive key business decisions relating to your company. To get a bigger picture look at how your customers feel about your product, service, or company as a whole, you need a mix of short-term and long-term data, and NPS and CSAT scores offer two different ways to measure the happiness of your customers.
In looking at the short-term happiness of your customer base, the CSAT (or Customer Satisfaction Score) is a quick and simple way to take a customer’s temperature about your brand immediately after a recent interaction. It asks customers to rate their recent experience with you on a five-point scale, with a 1 indicating they are “very unsatisfied” and a 5 indicating they are “very satisfied.” According to a survey conducted by the Harvard Business Review, 80 percent of customer service organizations use CSATs as their primary method for gathering customer experience data.
CSAT surveys are easy to deploy, and they’re best administered to customers immediately following an interaction with your brand, whether it’s from a sale, a visit to your self-service help form, or an engagement with your customer support team. You can send them to customers via email, embed them directly into your website via a pop-up form, or even incorporate them into a web link printed out on a receipt. Creating an incentive or special offer for customers who complete surveys in a timely manner is also a good way to encourage people to take the time to complete them.
You can use CSAT surveys to ask a wide range of questions, and they’re particularly useful for gauging the impact that any recent changes to your business might have on both new and existing customers. To determine your score, simply tally up the number of respondents out of your grand total who fall within the “somewhat satisfied” to “very satisfied” range.
The moment-to-moment happiness of your customers after a given interaction is useful to track, but it’s also critical to get data on their overall long-term satisfaction with your company at regular intervals. That’s where the NPS comes into play.
NPS, which stands for Net Promoter Score, is a measure of a customer’s long-term happiness with your company. This survey can be deployed in much the same way as with the CSATs, though it aims for a different slice of data. It gauges their overall satisfaction level with you on the whole, and it’s based on a single, very familiar question: “How likely are Go to the full article.